The famous Roosevelt Hotel was used as the backdrop for the massive projection, created by the ad agency Gooby Silverstein & Partners. Players used an oversized gear shift as a joystick to direct the crane's arm, and a mock gas pedal to hone in on their target. Prizes included snowboards, electronics, and for one lucky player, a 2012 Chevy Sonic.

According to the video, General Motors is the latest company to buy their way into the Guinness Book of World Records since this publicity stunt is officially the largest claw game ever created. But it kind of seems like cheating to me since this is just a projection. I didn't realize that pointing a projector at a wall was as impressive a feat as pulling a jet with your teeth. [Creativity via designboom]